NCSolutions (NCS) has released new research highlighting the impact of creative content on advertising effectiveness and consumer behavior. The study, conducted in May 2024, combines consumer sentiment data with advertising campaign analysis to provide marketers insights in the digital domain.
According to the report’s key findings, creative content contributes to nearly 50% of sales lift in advertising campaigns. This fact underscores the importance of compelling creative in driving consumer engagement and purchase decisions.
The study reveals that Generation Z, born between 1997 and 2012, shows a stronger affinity for influencer content than other generations. 66% of Gen Z respondents reported purchasing products featured in creator content versus 40% of different generations.
NCS also examines the impact of brand loyalty on sales. The study finds that brand loyalty now contributes 11% to incremental sales, with brands boasting high consumer loyalty experiencing twice the incremental sales of those with average or low loyalty levels.
In terms of content preferences, the survey indicates that 50% of consumers favor humor in advertising on entertainment and social media platforms, while 40% appreciate “how-to” information. This insight directs brands and content creators in developing engaging content strategies.
The report highlights the effectiveness of creator-generated content compared to branded content. NCS’s analysis of TikTok campaigns shows that creator content generates a 32% higher sales response than branded content. Campaigns combining creator and branded content yield a 23% higher incremental sales response than those using branded content alone.
Consumer preferences for ad length and viewing time are also addressed in the study. 52% of surveyed Americans express a preference for short ads, with 55% stating they dislike long advertisements. NCS’s analysis of TikTok video performance reveals that the optimal viewing time for sales response is between 6-10 seconds, resulting in a 72% greater response compared to videos viewed for less than two seconds.
The research emphasizes the value of authenticity in advertising and influencer content. 25% of Americans appreciate when creators share personal aspects of their lives, indicating a desire for genuine connections with content producers.
NCS’s study identifies five key factors influencing advertising effectiveness: creative (49%), brand (21%), targeting (11%), reach (14%), and recency (5%). These findings provide a framework for marketers to optimize their advertising strategies across various channels.
The report concludes with recommendations for building stronger consumer connections:
Measure campaign effectiveness to identify tactics driving incremental sales.
Listen to consumer preferences when developing advertising content.
Leverage the power of creative content to reach new audiences.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
NCSolutions (NCS) has released new research highlighting the impact of creative content on advertising effectiveness and consumer behavior. The study, conducted in May 2024, combines consumer sentiment data with advertising campaign analysis to provide marketers insights in the digital domain.
According to the report’s key findings, creative content contributes to nearly 50% of sales lift in advertising campaigns. This fact underscores the importance of compelling creative in driving consumer engagement and purchase decisions.
The study reveals that Generation Z, born between 1997 and 2012, shows a stronger affinity for influencer content than other generations. 66% of Gen Z respondents reported purchasing products featured in creator content versus 40% of different generations.
NCS also examines the impact of brand loyalty on sales. The study finds that brand loyalty now contributes 11% to incremental sales, with brands boasting high consumer loyalty experiencing twice the incremental sales of those with average or low loyalty levels.
In terms of content preferences, the survey indicates that 50% of consumers favor humor in advertising on entertainment and social media platforms, while 40% appreciate “how-to” information. This insight directs brands and content creators in developing engaging content strategies.
The report highlights the effectiveness of creator-generated content compared to branded content. NCS’s analysis of TikTok campaigns shows that creator content generates a 32% higher sales response than branded content. Campaigns combining creator and branded content yield a 23% higher incremental sales response than those using branded content alone.
Consumer preferences for ad length and viewing time are also addressed in the study. 52% of surveyed Americans express a preference for short ads, with 55% stating they dislike long advertisements. NCS’s analysis of TikTok video performance reveals that the optimal viewing time for sales response is between 6-10 seconds, resulting in a 72% greater response compared to videos viewed for less than two seconds.
The research emphasizes the value of authenticity in advertising and influencer content. 25% of Americans appreciate when creators share personal aspects of their lives, indicating a desire for genuine connections with content producers.
NCS’s study identifies five key factors influencing advertising effectiveness: creative (49%), brand (21%), targeting (11%), reach (14%), and recency (5%). These findings provide a framework for marketers to optimize their advertising strategies across various channels.
The report concludes with recommendations for building stronger consumer connections:
The full NCSolutons report is available here.